Feature

Etro SS19

The Italian super-brand takes on coastal counterculture with a new pop-up space

For Spring/Summer 2019, Etro takes on the So-Cal surf culture of Santa Monica via Milan – with a quick cross-Pacific detour through Hawaii and Japan. Rising up in a clash of spliced-together – and undeniably Etro – prints, toweling trims and crochet sidle up to rippling chiffon and Japanese boro-style denim, absorbing the free-spirited eclecticism of life under the ocean’s influence. Now, the collection is coming to a new pop-up in-store, bringing with it the surf-ready backdrop that brought the runway to life. Step inside the space to see how we recreated the feeling for its new confines…